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All Journal Lingua Cultura BAHASTRA
Sri Kusuma Habsari
Sebelas Maret University
Arts Humanities Education Languange, Linguistic, Communication & Media

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Product Islamization as a Marketing Strategy in the Resik V “Sekarang Berhijab” Advertisement in 2012 Kolik Koirudin; Sri Kusuma Habsari; Deny Tri Ardianto
Lingua Cultura Vol. 14 No. 1 (2020): Lingua Cultura
Publisher : Bina Nusantara University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21512/lc.v14i1.6385

Abstract

The research aimed to know why did Resik V transform its product advertisement by Islamization? How did the advertisement put and negotiate the Islamic symbols and codes on women’s feminine area cleansing products? The research would carry out textual data analysis for the 2012 version of Resik V “Sekarang Berhijab” advertisement using Roland Barthes’s semiotics theory. The results show that the advertisement utilizes the symbols of the hijab and the Indonesian Ulema Council’s label as commodities to put the Resik V product closer to Islam, as Islamic values attracted great attention from the society at that time that leaded to consumption activity. However, the Islamization in the Resik V product has ruled out the context of the hijab and halal concepts themselves, namely faith.
Register role and function in the arena of sociocultural practice (critical study of sociocultural practice) Sujarwa Sujarwa; Andrik Purwasito; Sri Kusuma Habsari; Titis Srimuda Pitana
BAHASTRA Vol. 43 No. 1 (2023): BAHASTRA
Publisher : Universitas Ahmad Dahlan

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Abstract

This paper is entitled "The Role and Function of the Register in the Arena of Sociocultural Practices". This theme was raised because in the arena of sociocultural communication practices there is a hidden peculiarity in the form of deception, which is often inconsistent between linguistic aspects and sociocultural behavior. The use of the register as a style of communication rhetoric is built not without reason but contains the motives, intentions, achievements to be achieved. This paper aims to reveal: the form of the register, the role and function of the register, as well as the symbolic meaning of the register in the arena of sociocultural communication practices in the cattle trade. For this reason, a qualitative descriptive method is needed, which attempts to substantially describe aspects of the meaning of the data with in-depth analysis related to the subject matter. In order to arrive at an in-depth interpretation, the following theoretical knowledge is used: sociocultural, sociolinguistic, capitalism, hegemony, hegemonic, and hermeneutic as a strategic method for understanding texts whose meaning must be interpreted. The results of the study indicate: there are forms of oratorical, deliberative, consultative, casual, intimate registers. The function of the register is to act as an instrument of conative and emotive manipulation to influence, weaken, subdue, and restrain hegemonic control or domination. The register has a symbolic meaning of feudalism relations in the form of a phenomenon in the arena of sociocultural communication practices influenced by the discourse on capitalist cultural domination.
Co-Authors Andrik Purwasito Deny Tri Ardianto Kolik Koirudin Sujarwa Sujarwa Titis Srimuda Pitana, Titis Srimuda